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| Author: | McDonald, C. |
| Title: | Point of view: the key is to understand consumer response |
| Journal: | Journal of Advertising Research
1993 : SEP-OCT, VOL. 33:5, p. 63-69 |
| Index terms: | CONSUMERS ADVERTISING RESEARCH RESPONSE RATE |
| Language: | eng |
| Abstract: | The purpose of this article is to argue that short-term increases in aggregate sales, nice though they are when it is possible to get them, are not the appropriate way, normally, to judge the effectiveness and accountability of advertising. Promotions may be judged that way, but advertising is not an alternative equivalent to promotions. Advertising is properly judged by how consumers respond to it, which may, but at least as likely may not, be observant as an aggregate sales shift. |
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